Access the free Untangle Your Brand tools and understand more about branding so you can keep evolving your brand in line with your ambition.
Video course
This is the 90 second version of the video course, but if you have more time you can signup for free and get access to all the content and watch whenever you want, at whatever speed you want.
Through six 15-minute video sessions I will guide you through the fundamentals of branding, offering greater insight and ideas on how branding can make a significant difference to your business. (Includes worksheets with over 30 tasks to inspire you).
Introduction
What is a brand and how do you create one?
Without a clear vision, it’s difficult to establish a brand. This session introduces you to the importance of branding and creating an emotional connection with your audience.
Understand more about
- The significance of branding and emotional connection. - My approach to branding using the Brand Doughnut™ framework - Going beyond logos and embracing creativity in branding. - Using mind mapping to create a bank of ideas. - Defining a clear vision for your business and why this is important for your brand.
Tasks include; bands you love, brands you love, map your business creatively, refine your vision
Insight
How do you stand out from the competition?
This session explains how to create a positioning statement with a simple understanding of your ABC (Audience, Business and Competition).
Understand more about
– Create a unique positioning for your brand (relative to your competition and audience) – Consider the needs, offer and feelings of your audience – Review your business and your brand – Learn from your competitors (not copy)
Tasks include; create a positioning statement, audience feeling, customer reviews, competitor audits, marmite brands
Story
What is at the heart of your brand?
It doesn’t matter what you call it; your purpose, your why, your core or your jam. This session shows how to create a central belief that can guide all your future business and brand decisions.
Understand more about
– Simplifying your offer – Define your values so they are relevant to your audience – Connect your vision to your mission – Create a central core belief that will help guide all your future brand, sales and marketing activities by understanding the offer, values, and mission – Craft your story brand story using the Brand Doughnut, to keep it simple and meaningful.
Tasks include; prioritise your offer, defining your values, creating your mission, creating a brand core, fill your Brand Doughnut, writing a brand summary story
Engage verbally
Why do words matter?
This session focuses on the importance of engaging verbally in branding and is divided into two parts: naming and messaging. Visual engagement is important. But the words come first.
Understand more about
– Choosing on a corporate name or a personal name for your brand – The different types of names and which is right for your business – How to create messages that are relevant for your audience – How to define a tone of voice unique to you – The hierarchy of messages and how this is impacted by the customer journey – How to create a strapline
Tasks include; a naming decision test, a guide to naming options, tips for choosing the right name, brand name stories, writing headlines and supporting messages, tone of voice, writing a strapline
Engage visually
How can your brand be creative and also easy to manage?
Take your brand idea from a blank sheet of paper to a 48 sheet billboard campaign. This session focuses on creating consistency and impact across all your digital channels and customer touch points.
Understand more about
– How to explore concepts for your brand elements (logo, colour, typeface, imagery) – How to develop ideas yourself or work with professional designers – Wow to create visual properties and distinctiveness beyond logos – Bringing consistency (so it looks the same) and flexibility (so it doesn’t get boring) to your brand elements – How to apply your brand to different channels (eg web, social, print, advertising and more) – What is needed in guidelines and how to keep things simple
Tasks include; defining your brand personality and visualise it, creating applications, documenting your brand
Brand architecture
How can you introduce new products and services without confusing people?
As you start to build your brand, things can become messy quite quickly. This session explains how to organise everything so you can sell a diverse range of products and services to different audiences.
Understand more about;
– Why you need to think about your growth plans early – Which brand architecture model is best for your business – The different approaches; monolithic, endorsed; branded or hybrid – How to rationalise, clarify and organise your products and services – How products and services are named and represented visually
Tasks include; brand architecture models, naming hierarchy, brand architecture decision tree, the impact of visual style
Tasks to help you throughout the course
Each session includes a comprehensive set of worksheets with tasks and insight to help you create a memorable brand. These are available as PDF, Word or files for you download and update.
